From the idea to the campaign

Global cooperation.

CLAAS tractors have been part of our product portfolio for more than 10 years. We invest a great deal of time and effort in ensuring that our tractors are continually evolving and developing so that they provide excellent work – and this is the feedback we have received from our customers. Their comments are supported by positive test results from a number of independent, highly regarded testing institutes and specialist agricultural magazines. Over 1,500 employees work tirelessly in our factories and in Research & Development, creating and developing better solutions for our tractors, and today we have more than 50 models available. Over 15,000 sales and customer service staff, members of dealer sales teams and service technicians bring our tractors to the customers, old, new and prospective, and ensure that they run reliably. Over 120,000 CLAAS tractors are currently doing excellent work worldwide. This is the message we want to communicate.

How will we do this?

By showcasing the people who work with our machines and giving them a voice. Our customers.

What makes us stand out?

We start by thinking about the work itself. What jobs do farmers and contractors do with our machines? What features do users want to see in a machine? How can we help make the customer’s work easier? We develop our machines – in every model range – to meet these requirements. CLAAS produces machines which enable the user to do excellent work. The concept behind the campaign was born: Excellent work. Tractors from CLAAS.

What is the most important thing for a farmer?

The soil. This is every farmer’s biggest asset. Good soil safeguards the future of the farm and the production of high-quality food and nutrients. This concept will be reflected in the images we use: we will show the farmer doing excellent work. From above. Looking down at the soil.

What is the underlying concept?

Every strand of the campaign will tell a true story. Real fields will be photographed in graphically exciting ways. Real work, carried out by the customer with efficiency and precision, will be presented. We will feature real farmers and contractors with highly varying farm or business sizes. We will tell real stories. These will be highly individual stories about the challenges of day-to-day work. Stories about excellent work performed by customers with CLAAS tractors, symbolising the high quality expected of – and delivered by – CLAAS machines.

Discover the whole story.

The content of the webspecial is fascinating: the film clip, making-of pictures, the report on the farm, and much more. We will feature a new customer and their story at regular intervals.